Once upon a time, long long ago, you could open a store in your home town and only be competing against one other storekeeper, or perhaps three if your townspeople were willing to travel to the next town over.
Actually, that wasn’t such a distant time. Let’s call that the 2000 economy.
Since 2000, there have been two major changes affecting small businesses; the internet and globalisation.
Arnold Schwarzenegger was born in a village in Austria named Thal. Don’t worry, I’d never heard of it either. And if it wasn’t for Arnold I never would have. For all practical purposes Thal is as remote as the planet Krypton.
In Thal, Arnold’s childhood chums would grow up to live a simple village life. The life their parents lived. But that was not the life Arnold dreamed of.
“The limits of my language mean the limits of my world.” — Ludwig Wittgenstein, Philosopher and Logician
How we think determines if our business succeeds. As Charlie Munger said, “You may have noticed students who just try to remember and pound back what is remembered. Well, they fail in school and life. You’ve got to hang experience on a latticework of models in your head.”
Munger continued, “The models have to come from multiple disciplines—because all the wisdom of the world is not to be found in one little academic department.”
The Underlying Strategy of Instagram, Airbnb, Hotmail, Dropbox, Converse and Apple
Everyone wants their gadget, video, blog or product to go viral. Yet companies can spend millions on a campaign with nothing to show except for an unused hashtag.
Getting something to go viral means people must share your product with their social network. We can’t expect people to share something because we want them to. They share it because it benefits them or their friends.
Being shareable isn’t a marketing campaign. It’s not something you can add-on last minute. Being shareable is something you embed into your product—it transforms your customers into promoters.
How do we get people to share our product, idea or brand? The world’s most innovative companies have a few ideas. And see if you notice the underlying strategy their tactics share.
“Like acting, sales works best when hidden.” ― Peter Thiel, Zero to One.
The Greek poet Homer tells the story of Ulysses, a respected warrior. As Ulysses is sailing home from the Trojan war, the goddess of magic, Circe, speaks to him. She warns him of two monsters pretending to be beautiful women singing. She warns him anyone who hears their singing is overcome with desire and falls into their trap. Many passing sailors are lured to their island and murdered. What Ulysses did in response teaches us how we can deal with master persuaders. But let’s get to Ulysses story later.
“Anyone interested in influencing others—to buy, to vote, to learn, to diet, to give to charity or to start a revolution—can learn from this book.”—The Washington Post
“All creative ads resemble one another, but each loser is uncreative in its own way.” That’s the premise of this book. The ideas that make people care, that persuade, that stick, are all alike. They have certain secrets which make them stick…
Why do some ideas survive and others die? They have SUCCESs:
Simple – Easily understood.
Unexpected – Capture attention.
Concrete – Clear.
Credible – Trusted.
Emotional – We care.
Story – We act and remember.
These six principles form each of the six main chapters of this New York Times Bestseller, Made to Stick.
New ideas are difficult to spread. Even when they’re right. Even when they save lives.
In 1846, a Hungarian doctor named Ignaz Semmelweis had a brilliant idea. If implemented quickly, it would save the lives of thousands of mothers in his own hospital. And millions of lives worldwide. But that’s not what happened.